Post on 14-Jan-2015
description
TDM: How Do You Know You Are Making a Difference?
Howard JenningsArlington County Commuter
Services
ACT CanadaOctober 17, 2011
Arlington County Commuter Services2
Arlington ContextFor TDM
Background/Context – Arlington, VA• Urban county next to Washington, D.C.• 210,000 res., 210,000 jobs, 43.6 million SF
office• Transit-Oriented Urban Villages
Development
TOD Driven Growth
• 1970’s Stagnant suburb, declining population
• Metrorail construction in late 1970’s began dramatic turnaround
• Pop up 38%: 1980 – 2011• Employment up 35%: 1980 - 2011• Development in Metro corridors since 1980:
– Office up from 10 million to 35 million SF – Retail up from .5 to 4 million SF– Housing units up from 7,500 to 25,000
• Total private office: 36.5 million sq. ft. – More than downtown Denver, Dallas, or
LAArlington County Commuter Services
4
Rosslyn – Ballston Corridor1979 - 2010
Arlington County Commuter Services5
High Quality of Life and Business Climate
• One of hottest real estate markets in US• Lowest office vacancy rate in DC region – 7%• Highest retail sales in DC region - $752/sf• Strong residentialmarket
6
Arlington County Commuter Services7
1996 2001 2006 2009 -
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Arterial Traffic Flat 1996 - 2009
Arlington Blvd (EW 6-lane Arterial)Glebe Road - Ballston (NS 6-lane Ar-terial)Lee Highway - Rosslyn (EW 6-lane Arterial)George Mason Drive (NS 4-lane Ar-terial)Washington Blvd - Virginia Square (EW 4-lane Arterial)Wilson Blvd - Clarendon (EW 2-lane 1-way Arterial)Clarendon Blvd (EW 2-lane 1-way Arterial)
Axis Title
+11%
-10%
+17%
-12%-6%
-25%
-6%
Major Transit Growth 1996 - 2009
• MetroRail Arlington Stations: + 37%• Arlington Metrobus: + 34%• Va Railway Express (Crystal City): +
81%• Arlington Transit: + 1,360%• Total annual ridership: + 38%
Arlington County Commuter Services8
Integrated Factors of Success
• High-density, mixed use development clustered around transit service
• High quality transit service – regional and local• Excellent walking environment• Safe, visible Bike routes and trails• HOV lanes • Complete Streets/Supportive Traffic
management• Parking management (right supply, price)• Demand Management – creating a culture of
balanced options, less car dependence
Arlington County Commuter Services9
Arlington County Commuter Services10
The Role of Demand
Management
TDM is the Software that Makes the County’s Transportation
Hardware Work
Urban Villages Development Infrastructure
Transportation Facilities & Services
TDM: Information, Assistance,
and Incentives
TDM Services• Shift modes from
SOV to more sustainable options: transit, walking, biking, carpool/vanpool, telework, peak shifting
TDM Principle
Move more people in fewer vehicles – underlies whole integrated transportation and development program
Arlington County Commuter Services
Arlington County Commuter Services12
We make it easy to know about and use all transportation options.
A comprehensive program of TDM
services and facilities
TDM for Site Plan Development
• County Requires TDM plans for bonus density – enforcement critical
• ACCS helps fulfill conditions
• Fees to ACCS to help fund program (small % of budget)
The largest impacts have been from ACCS’s
voluntary, market-based services and programs.
Business Sales and Service:Arlington Transportation Partners
• Workplace TDM programs – largest impact • 670 employer clients, 147,000 employees – 70% of workforce • 67% provide transit benefit - $18M/year in incentives• 319 residential clients, 67,000 units – 85% market penetration • 42 hotel clients – 100% penetration• Site Plan developer clients – assistance in compliance
Retail: Commuter Stores ®
• Personal assistance and ticket sales
• 4 stores and Mobil Store
• Annual sales of $30 M+
• 185,000 walk-in customers per year
Customer ServiceFulfillment Center
703.228.RIDE call center for ART, websites
• Fulfilled 29,000 inquiries in 2008 for transit info, fare media, and other services
• Process over $30M in sales per year and growing - over 55% from web
• Provide fare media for VRE, WMATA, MARC, MTA
Distribution & Logisticsand Bus Stop Signage
• Supply brochures for Employer sales, CommuterStores, lobby displays, individual orders – online ordering system
• Distribute 550,000 transit schedules per year
• Placed transit info at 425 ART and 55 Pike Ride bus stops
Internet ServicesCommuterPage.com, CommuterDirect, ArtAlert
• One million visitors per year
• First online fare media sales in US
• Citation as “region’s best transportation resource”
ACCS Marketing
• Create a culture of balanced transportation options and less dependence on car travel
• All transit marketing in County: ART, Metrorail/bus
• carfreediet.com, print & web ads, brochures, direct mail, Facebook, Twitter
• Car-Free Diet Skeptics campaign – 2 skeptics went car free for 30 days and documented their experiences online – generate “buzz”
• ART schedules & information at all bus stops
Carsharing
• National recognition for Arlington leadership
• Partnership with Zipcar• 100 On-street spaces• 5,000+ members
WalkArlington
• Walking for commute, health, recreation• WalkArlington.com + Facebook + Meet-up • Community and school walking events• WALKAbouts 19 walking tours – 50,000
copies of brochure distributed• Pacer monthly newsletter with 1,500
subscribers
BikeArlington
• Encouragement and education for biking• Online: BikeArlington.com, Washington Area Bike Forum,
Twitter• Bicycle Friendly Business program assistance• Bike Safety Classes • Arlington County Bike Map – over 50,000 distributed per year
Capital Bikeshare
• Largest bikeshare program in the U.S. - 118 stations and 1100 bikes• Launched September, 2010 by partnership between Arlington and
D.C.• 1 million rides, 17,000 annual members in first year – double
projections• 2012 expansion will more than double the size of the system• Alexandria joining
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Research:“The lifeblood
Of the program”
Southeastern Institute of Research
ACCS Research and Evaluation Process
Measuring Satisfaction and Impacts
• Multi-year process to assess ACCS’ performance in customer satisfaction and measure impacts of travel behavior change
• Surveys of customer groups and service users
• Measure impacts with methods used by MWCOG and other respected regional evaluations
Research Elevates TDM to Strategic Level in Arlington
Multi-year Research Plan – Ongoing since 2006• 5% of budget – in line with private industry• Integral part of ACCS culture• Customer service and program improvements• Informs our annual work plans• Demonstrates benefits to employer prospects• Documents program results to funders• Proves value of TDM for Economic
Development• Documents success of County’s TOD policies• Cited by County Board to justify TDM funding
Arlington County Commuter Services27
Research / Evaluation Approach
Process has 3 components:
1. Customer Satisfaction – Define customers’ needs and assess how well ACCS is meeting their needs and expectations
2. Program Performance – Measure use of ACCS’ services, document behavior changes, and estimate impacts
3. Service Enhancements – Identify service gaps and pilot test opportunities for new customer-centric services
Customer Satisfaction
• ACCS research measures customer satisfaction – forces customer-centric focus / behavior / accountability
• Surveys identify key touchpoints and measures ratings of services– Level of overall satisfaction– Specific program component
satisfaction
• Analysis calculates areas for improvements: – Strategy refinements– Program improvements
Residents
Travelers
Visitors
ACCS Master Touch Point Experience – Travelers & Residents
First Contact Behavior Modificatio
n
Overall Impact/ Output
Direct
Ads
Website
Referrals
Store Signage
Store Front
Metro/Transit Onboard Ads
Newsletters
Maps
Brochures
ALERTS
Indirect
Word of mouth
In-store Survey
Web Site Survey
ACCS ResidentsSurvey
Adopt Desired
Behavior
(Use Alternatives
On Some Trips)
Increased awareness, familiarity,
and considerati
on of travel choice
decision-making
Increase mode split
Reduce VMT
Fuel the Buzz
Customer service ratings from in-store
survey, Website popup
survey, and 228-RIDE audit
survey
“Store Stickiness”
Customer service ratings from in-
store survey
Ticket Sales
COG SOC Study
ACCS Resident Survey
Measu
rem
en
t
Go to
Commuter page.com
Call 228-RIDE
Talk to Commuter Specialist
Talk to Commuter Specialist
Audiences
Does Not Adopt Desired
Behavior
Issue: Do we collect non-customer
contact info for follow up?
First Impression
Infl
uen
cers
In
to S
yste
m
Visit
Commuter Store Do Not Talk to
Commuter Specialist
Adopt Desired
Behavior
Second Contact
Arlington County Commuter Services Satisfaction and Net
Promoter ScoresConsumers are quite satisfied with ACCS and are even willing to promote them.
Satisfaction Net PromoterResidential Services 79% 62%Employer Services 75% 60%Commuter Store 95% 78%Commuter Direct (Individuals) 89% 82%Commuter Direct (Corporate) 95% 96%BikeArlington 59% 58%WALKArlington 61% 49%ART 85% 84%
Impact Assessment
• ACCS tracking defines participation – number of service users
• Surveys measure behavior change since using services: (25 surveys to date)– What percent started non-SOV
travel– What new modes they use– How often they use them– What modes they used before
• Analysis calculates impacts: – Trips / VMT reduced - cars off the
road– Tons of emissions reduced – Gasoline savings
Highlights: Residents
• 75% satisfied with transportation system & services (including TDM services)
• 12% lift in Quality of Life perception when satisfied with transportation
• 26% used ACCS services – 40% took action• Only 40% of residents’ total trips are drive
alone• 16% of trips by foot
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Highlights: Business
Arlington Business Leaders survey:• 87% say Arlington is good place to locate• #1 reason cited = transportation and access• Arlington’s transportation has positive
impact on ability to conduct business (less than 16% say has negative impact)– Recruitment, customer access, workforce
access, attendance, morale, productivity• Helps residential properties attract residents
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Arlington County’s Business Leaders Say the County’s Transportation System Has a Positive Impact on their
Ability to Conduct BusinessLess Than 16% Think it Has a Negative Effect
41%
39%
38%
39%
37%
42%
39%
29%
29%
22%
25%
28%
30%
29%
24%
25%
15%
16%
18%
15%
17%
8%
-50% -30% -10% 10% 30% 50% 70% 90%
Ability to recruit employees
Customers ability to reach business
Access to broad workforce
Employee attendance
Ability to retain employees
Employee morale
Employee productivity
Cost to obtain supplies
Cost to deliver services/products
Emergency preparedness
Employee health
Somewhat negatively Very negatively Somewhat positively Very positively
69%
Q21: In what ways and to what extent does the quality of the transportation system in Arlington County affect your organizations ability to conduct business?
69%
67%
63%
62%
57%
55%
47%
44%
39%
33%
15%
13%
12%
15%
16%
16%
11%
13%
15%
11%9%
Note: Only 2
respondents (2%) gave all of these attributes a
“3” indicating
that transportation does not affect their
organization.
79%
14%
3%
4%
57%
28%
3%
12%
0% 20% 40% 60% 80% 100%
Drive Alone
Transit
Bike/walk
Carpool/vanpool
Yes, employer offers
No, employer doesn't offer
TDM Worksites vs. No TDM
Alt modes doubleDrive Alone 28% Lower
Respondents who
commute to a work location in Arlington
Co
Employer offers
n = 291
Employer doesn’t offer n =
129
Alt mode use - With TDM – 43% - Without TDM – 21%
2007 State of the CommuteQ15 Now thinking about LAST week, how did you get to work each day.
ACCS Impact Model:Big impact from TDM
• 40,000 SOV trips/day off the roads• 670,000 VMT reduced • 28,000 gals of fuel saved• 309 Tons Greenhouse gases reduced/day
• $25 million increase in transit revenues/year
Comparison of scale: One expressway lane = 4,000 – 6,000 vehicles in peak period
Research Database at CommuterPage.com/research
Executive Summary, Questionnaire, Data Tables, & Report
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Innovation &Collaboration
• A project of Arlington County Commuter Services
• Innovation, research and collaboration to further the effectiveness of TDM
• Training for TDM professionals and businesses
• Transit tech project: Delivering new user-friendly communication advances
• Provocative speaker series
Collaborate with us: Mobilitylab.orgArlington County Commuter Services
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Transporting the Future
Thank You!Contact:
Howard JenningsArlington County Commuter Services
hjennings@transpartners.com 571 214-2974